TiVo, the company that pioneered digital video recording that allows viewers to skip television commercials, is partnering with several global marketing service agencies to help the same viewers search for ads.
TiVo’s CEO Tom Rogers told The Wall Street Journal that TiVo subscribers would be able to set up a profile of products and services they are interested in by selecting categories and/or typing in keywords. On a regular basis, TiVo would then download relevant commercials to a subscriber’s recorder for viewing.
“We’re flipping the dynamic,” Rogers said. “If you are in the market for a product, and you have no idea when commercials related to that kind of product are going to appear, it doesn't help you very much.”
An emerging billing model for advertisers wanting to take advantage of this service is based on the Google-type keyword marketing model whereby advertisers will be able to bid on keywords and categories for their offerings thereby ensuring their ads get preferential treatment when they match a TiVo subscriber’s product and service profile.
TiVo is currently working to develop the ad-on-demand service with the media buying operations of marketing service groups Interpublic, Omnicom and Publicis: the same groups that have been threatened by TiVo’s technology which allows viewers to skip traditional commercials.
The new service is expected to launch in the US in the fist half of 2006.